More PPC killers

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April 12th, 2010 by Alan

When your pay per click account is ticking over nicely it’s time to get probing to root out any silent PPC killers that may be hindering the performance of your accounts. At this time a proactive pay per click manager best uses their time looking for things that may have been neglected:

Identify poor keyword performers hidden in ad groups

If you have a high performing account, that is something to be proud of. There may not be any ad groups that look like they may need tweaking due to inadequate performance but you may still have some rouge keywords lurking that generate traffic but are slow to convert. Run a keyword report to flush them out and adjust the ad groups accordingly.

Irrelevant search queries need ousting

Think about running a search query performance report if you use broad match or broad phrase. This report is a simple one that will identify any negative keywords thus honing your pay per click campaign. Make this a priority and report on a monthly basis to keep an eye on queries that match keywords.

Sites with low conversions on content network

Overall the content network may be running smoothly but if you take a closer look you’ll no doubt spot a few sites that have a high cost per conversion. In the same way poor performing keywords may hinder an otherwise good campaign, so can poor performing sites.

At Click Consult we offer expert advice on PPC campaigning and search marketing management.

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